Numbers

Premium is modeled after vintage gas pump gauges, whose spinning dials tallied both gallons and dollars down to fractional tenths. Because these thin aluminum dials were relief stamped by cast metal dies, their numbers had to be free of sharp corners that might strain or even puncture the material. Their characteristic softness is an iconic part of the American roadside — as is the unforgettable "9/10" fraction, whose forms are preserved in the Premium typeface, and used on the 2006 Pentagram Calendar for the last two days of July.